Digital Marketers: It's Time for Mobile-First Measurement (Report)
Mobile adoption is driving digital growth, and marketers who don't follow the consumer tech trends could end up missing lots of opportunities to engage with potential customers.
What you choose to measure in your digital activities can determine how you allocate your resources and provide important insights into consumer behavior. Yet with the increased adoption of mobile devices, user behavior changes rapidly. A report from Think With Google details why businesses need to shift toward mobile-first thinking.
The main problem with using legacy metrics such as web pages served to desktop users is that many consumers are now using mobile devices. Internet users may be using native or third-party applications to browse products, make purchases, read reviews and engage with a brand entirely outside of the channels being observed.
According to Think With Google, the way forward for businesses is to reach agreement between goals and methods:
Marketers who are winning the growth game today don’t base their analytics plans on the measuring tools they have.
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